Burnt Studios Case Study: Revolutionizing Activewear with Purpose and Passion

Mar 25

Founded in 2018 by visionary entrepreneurs Pierre and Andriana Cronje, Burnt Studios has swiftly emerged into a leading South African activewear brand. With a focus on high-quality, performance-driven apparel that doesn’t compromise on style, Burnt Studios has quickly made a name for itself in the world of fitness fashion.

From a small startup with just two passionate founders to an empire of 12 stores, over 60 employees, and a loyal following, Burnt has crafted a brand that is both for the people and by the people. What sets Burnt apart is its unwavering focus on its customers, creating a brand that blends style, performance, and community.

Here’s a closer look at Burnt Studios' remarkable journey and the key strategies that have fueled its success.

From its inception, Burnt Studios was founded with a clear vision: to create premium activewear that seamlessly blends fitness with fashion. The journey began in 2018, when the Cronjes recognized the gap in the market for high-quality activewear that appeals to both athletes and style-conscious individuals. This combination of purpose-driven design and aesthetic appeal became the foundation for the brand’s success.

In just a few short years, Burnt Studios made impressive strides. By 2019, the brand had already launched its first community-driven initiative, the Hope Exchange Feed5000. This project, which donates a meal for every Black Friday order, not only exemplified the company’s commitment to social responsibility but also strengthened its connection to customers.

That same year, Burnt Studios introduced the Active Jewellery line, a unique product offering that further emphasized the brand's commitment to both style and performance. Expanding its physical presence, Burnt Studios opened its first retail store in Stellenbosch and initiated the Burnt Run Clubs, which attracted over 1,000 runners, highlighting the growing community around the brand.

2020 was a landmark year for Burnt Studios, with the opening of their first retail store in Stellenbosch and later expansion into the bustling V&A Waterfront. They also launched their first men’s collection, broadening their appeal and reaching an even wider audience. The brand also hosted a high-profile fashion show for the Urban collection on Bree Street, Cape Town, marking Burnt Studios as an emerging powerhouse in the local fashion scene.

In 2021, Burnt Studios continued its expansion with new stores opening in Mall of Africa, Gauteng, and the relocation to a larger headquarters, which tripled their previous office space. These milestones indicated a brand ready to scale and diversify, setting the stage for further regional and international growth.

Product Range: Activewear Meets Fashion

Burnt Studios offers a versatile range of activewear products designed for individuals who want to look and feel their best while staying active. From supportive sports bras and tanks to comfortable tights and shorts, Burnt Studios provides stylish yet functional clothing suitable for a variety of activities, from the gym to casual wear. Accessories such as active jewelry and training equipment complete the offering, ensuring that customers have everything they need to embrace an active, fashionable lifestyle.

Strategically situated in iconic retail destinations Burnt Studio’s retail presence has also been pivotal to its growth. With stores in high-profile locations such as Canal Walk Shopping Centre, Sandton City, and the V&A Waterfront, Burnt Studios has positioned itself as a key player in the South African activewear market. With a focus on prominent shopping centres and malls, the brand has made activewear more accessible and appealing to customers looking for high-quality, stylish options.

Although financial figures for Burnt Studios are not publicly disclosed, the brand’s rapid expansion, including multiple store openings and the introduction of new product lines, suggests significant growth and market dominance. The company’s ability to scale efficiently and its consistent investment in expanding its product range and retail locations are clear indicators of its strong financial health.

The Burnt Studios Strategy: Focused on the Customer

Burnt Studios’ success lies in its clear and consistent strategy: centered around the people. The brand has focused on creating high-quality, functional, and stylish products, making it a favourite among athletes and everyday movers alike. Through user-generated content, Burnt has been able to engage with its audience and turn satisfied customers into brand advocates. One purchase leads to another, and word of mouth continues to fuel their growth.

Burnt's commitment to staying fresh and relevant is another key element of its success. By releasing new collections as frequently as possible and being active on social media, the brand keeps its audience engaged. The brand’s founders, Pierre and Andriana, are not just business owners but also brand ambassadors, personally engaging with the Burnt community.

The brand’s versatility is also showcased through initiatives such as their Run Club, online fitness training, and specialised collections for cycling and golf. One of their most notable campaigns, "Burnt x You," allowed customers to design their own collection, further solidifying the brand's commitment to inclusivity and customer involvement.

Community Initiatives: Giving Back

Beyond business, Burnt Studios has also built a reputation for being a brand with a heart. Initiatives such as Hope Exchange Feed5000 demonstrate their commitment to giving back to the community. With a focus on providing meals to those in need, especially during Black Friday, the brand encourages customers to be part of something larger than just their purchases. Furthermore, Burnt Run Clubs have fostered a sense of camaraderie and active engagement, strengthening the brand’s bond with its customers.

Burnt Studios’ journey from a passion project in 2018 to a leading activewear brand in 2025 is nothing short of inspiring. With a sharp focus on customer engagement, community-building, and product quality, Burnt has transformed from a small startup into a thriving enterprise with 12 stores, an expanded team, and a dedicated following. As Burnt continues to grow, it serves as a shining example of how staying true to your brand, focusing on your audience, and continuously innovating can lead to extraordinary success.

In Pierre’s own words, “Success is not just about reaching the destination; it’s about the people you take with you along the way.” And with that philosophy, Burnt Studios is set to keep running ahead.